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Report

Retail in Morocco

Market Direction I 2024-02-28 I 97 Pages I Euromonitor

Discounted by 10% to 2024-05-31

The Moroccan retail landscape is gradually modernising across all channels. Traditionally dominated by conventional channels, there has been a timid entry into digital sales. However, with increasing competition and the impact of the COVID-19 pandemic, the need for modernisation and digitalisation has become evident. In the forthcoming years, substantial developments in the digital market are anticipated, albeit Morocco lags behind other regional counterparts such as Egypt. Nevertheless, these a...

Euromonitor International's Retail in Morocco report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market's major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Retail in Morocco
Euromonitor International
February 2024

List Of Contents And Tables

RETAIL IN MOROCCO
EXECUTIVE SUMMARY
Retail in 2023: The big picture
Marjane Group expands digital footprint with marketplace launch, anticipates 20% turnover increase
Finance law bolsters local market with increased duties on imported textile brands
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Black Friday
Chaabane
Ramadan
Eid kbir
Summer
Back to School
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Diversification strategies in response to intensifying competition
Sustainability initiatives drive consumer engagement and brand loyalty
Digital transformation reshape retail operations and customer engagement
PROSPECTS AND OPPORTUNITIES
Expansion of chained outlets: Closing the convenience gap
Government support and intensified competition
Infrastructure development and growth of forecourt retailers
CHANNEL DATA
Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028
DISCOUNTERS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Enhanced value propositions amid economic constraints
Strategic expansion and adaptation of leading players
Strengthening brand image and community engagement
PROSPECTS AND OPPORTUNITIES
Dominance of discounters in modern grocery retailers
BIM's continued leadership amidst challenges
Digitalisation: Transforming the discounters landscape
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Discounters GBO Company Shares: % Value 2019-2023
Table 68 Discounters GBN Brand Shares: % Value 2020-2023
Table 69 Discounters LBN Brand Shares: Outlets 2020-2023
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HYPERMARKETS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Marjane's benchmark success
Label'Vie's aggressive expansion strategy
Innovations in hypermarket concepts
PROSPECTS AND OPPORTUNITIES
Expansion driven by shopping centre growth
Sustainability as a competitive differentiator
Accelerated shift towards omnichannel models
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SUPERMARKETS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Price sensitivity, traditional customs, and shifting trends
Shifts in consumer preferences
Dominance of Carrefour Market and Marjane Market
PROSPECTS AND OPPORTUNITIES
Urbanisation fuels channel growth
Premiumisation and digitalisation drive competitiveness
Converting traditional grocers and navigating discounter expansion
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Supermarkets GBO Company Shares: % Value 2019-2023
Table 82 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 83 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SMALL LOCAL GROCERS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Government-led support initiatives strengthen small business resilience
Tech-driven innovations revolutionise small grocers� operations
Shift towards digital payment adoption and hygienic practices
PROSPECTS AND OPPORTUNITIES
Continued dominance of small-scale retailers in the grocery landscape
Accelerated digital transformation revolutionises operations
Sustained government support bolsters modernisation efforts
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 88 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 89 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPAREL AND FOOTWEAR SPECIALISTS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Decathlon's impactful role in democratising access
Impact of border closures on traditional circuits
The category remains highly fragmented, led by Defacto and LC Waikiki
PROSPECTS AND OPPORTUNITIES
Economic recovery to drive expansion
Fragmentation and competition
Rise of omnichannel players
CHANNEL DATA
Table 90 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 91 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 92 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 93 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 94 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 95 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 96 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPLIANCES AND ELECTRONICS SPECIALISTS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Market dynamics shift amidst economic challenges
Role of salespersons in purchasing decisions remains paramount
Comptoir Metallurgique Marocain retains the lead while entry of Haier marks premium product surge
PROSPECTS AND OPPORTUNITIES
Consumer preference shifts towards premium and technological products
Digitalisation drives omni-channel retailing
Proximity, price sensitivity, and digitalisation shape competitive landscape
CHANNEL DATA
Table 97 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 98 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 99 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 100 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 101 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 102 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 103 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HEALTH AND BEAUTY SPECIALISTS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Shift towards cost-effective options through wholesalers
Preference for 'Made in France' dermo-cosmetic products and gender-driven demand surge
Regulatory challenges and market dynamics
PROSPECTS AND OPPORTUNITIES
Demand surge driven by natural ingredients and wellness tourism
Regulatory reforms energise pharmacies and supplement sales
Bio-cosmetics boom and digital expansion propel market dynamics
CHANNEL DATA
Table 104 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 105 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 106 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 107 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 108 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 109 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 110 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 111 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 112 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 113 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 114 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028
HOME PRODUCTS SPECIALISTS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Modern fusion design and accessible luxury
Shift towards domestic manufacturing and formalisation
Consolidation and adaptation in retail landscape
PROSPECTS AND OPPORTUNITIES
Revitalising the informal sector with online platforms
Innovative store concepts redefining retail experience
Embracing local sourcing and chained store expansion
CHANNEL DATA
Table 115 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 116 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 117 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 118 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 119 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 120 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 121 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 122 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 123 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 124 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 125 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028
GENERAL MERCHANDISE STORES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Strengthening local production and job creation initiatives
Evolution and diversification in furniture retail
Balancing traditional retail with digital disruption
PROSPECTS AND OPPORTUNITIES
Government support drives local production expansion
Rise of international brands reshaping retail dynamics
Digitalisation revolutionises general merchandise retail
CHANNEL DATA
Table 126 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 127 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 128 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 129 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 130 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 131 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 132 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 133 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 134 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 135 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 136 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028
DIRECT SELLING IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Post-pandemic resurgence and economic realities
Strategic adaptation and market leadership
Digital transformation and competitive pressures
PROSPECTS AND OPPORTUNITIES
Beauty and wellness resurgence post-pandemic
Global dominance and expansion into smaller urban markets
Digital transformation as the new norm
CHANNEL DATA
Table 137 Direct Selling by Product: Value 2018-2023
Table 138 Direct Selling by Product: % Value Growth 2018-2023
Table 139 Direct Selling GBO Company Shares: % Value 2019-2023
Table 140 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 141 Direct Selling Forecasts by Product: Value 2023-2028
Table 142 Direct Selling Forecasts by Product: % Value Growth 2023-2028
VENDING IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Challenges persist: Vending struggles amid lingering pandemic effects
Beverage dominance persists: Market dynamics in 2023
Emerging Threats: Coffee Bike's Disruptive Potential
PROSPECTS AND OPPORTUNITIES
Steady growth trajectory: Unlocking potential in vending
Targeting niche markets: Expanding vending reach
Embracing digitalisation: Cashless vending takes centre stage
CHANNEL DATA
Table 143 Vending by Product: Value 2018-2023
Table 144 Vending by Product: % Value Growth 2018-2023
Table 145 Vending GBO Company Shares: % Value 2019-2023
Table 146 Vending GBN Brand Shares: % Value 2020-2023
Table 147 Vending Forecasts by Product: Value 2023-2028
Table 148 Vending Forecasts by Product: % Value Growth 2023-2028
RETAIL E-COMMERCE IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
E-commerce growth momentum
Regulatory adjustments and market dynamics
Diversification and innovation in retail strategies
PROSPECTS AND OPPORTUNITIES
Regulatory framework development and government initiatives
Intensified competition and market evolution
Challenges and opportunities in foods e-commerce
CHANNEL DATA
Table 149 Retail E-Commerce by Channel: Value 2017-2022
Table 150 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 151 Retail E-Commerce by Product: Value 2017-2022
Table 152 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 153 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 154 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 155 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 156 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 157 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 158 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027

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